Founded in 2004, Informed Decisions Group, Inc. was created as an alternative to traditional marketing research. The originating partners of IDG began their careers on both the client and vendor sides of market research with companies including P&G, Moen Incorporated, Market Strategies International, HP & Newell-Rubbermaid.

With a passion for consumer behavior, IDG set out to reinvent consumer psychology and behavioral sciences as the driving disciplines in marketing research. While on the client side, the partners became frustrated with research companies dubbed “order takers” and recognized the need for research consultants dedicated to solving problems rather than merely taking orders for research reports… Thus, the formation of Informed Decisions Group, Inc.